Not every movie studio was on board when Apple announced that iCloud could …

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HBO is working on loosening its grip on movie studios in order to allow them to offer their films to sync across Apple's iCloud, the Wall Street Journal has confirmed. This means that, eventually, films from Universal and Fox may soon enjoy the same iCloud syncing as films from Lions Gate, Sony Pictures, Disney, Paramount, and Warner Bros.

iCloud's ability to sync movies across iOS devices and computers was only announced last week during Apple's March 7 media event—previously, the service was able to sync music purchases from iTunes, TV shows, and music videos. As usual for these kinds of rollouts, not every movie studio was on board with the launch, in part due to their agreements with other content distribution companies like network cable channels.

HBO is one of those channels—it has agreements with a number of movie studios that they won't make their content available on other mediums until after its own exclusive viewing window has passed, but according to the WSJ, HBO is "relaxing its terms" to allow its partners to make use of iCloud. In fact, Warner Bros. was the first beneficiary of that decision, with Fox and Universal not far behind. Fox "expects to resolve the issue as soon as within weeks," said one of the Journal's sources, while Universal is "near a resolution."

The decision will help to make iCloud's offerings more appealing to the masses, but we do wonder how much bandwidth will be consumed by giant movie files being synced across devices. I've come to appreciate my own miserly approach to syncing movies (that is, I manually sync select ones to select devices at select times—none of this auto syncing stuff!), but others likely feel differently when they're trying to find that one movie with that one actor that they bought six months ago on their iPhones. Thoughts?

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Jacqui Cheng
Jacqui is an Editor at Large at Ars Technica, where she has spent the last eight years writing about Apple culture, gadgets, social networking, privacy, and more. Emailjacqui@arstechnica.com//Twitter@eJacqui

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

i think sync in this case will mean the movie is downloaded to your actual device, not streamed.

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

Technically iTunes doesn't stream. It downloads the movie at a constant quality that you can watch when enough of the video has downloaded. Therefore if you want to watch the Movie on a different device, you have to synch or re-download the movie. This is in contrast to a true streaming service that feeds you the video in real-time while constantly adjusting quality for network quality. This approach means you can just start streaming from where you left off from another device. Personally I prefer the iTunes approach, but it's really going to be dependent on the user's preference.

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

iTunes isn't actually a streaming service. When you purchase a movie, it just downloads to the harddrive. Previously, that was your only copy and if you lost it you were SOL. Rentals are similar, only the file is wrapped in special DRM that basically deleted itself after a certain time frame once the video was started.

iCloud basically just allows you to retrieve past purchases at anytime, on any supported device.

I don't get what people are confused about. This is a great improvement. You can keep your library of movies in the cloud and then play any of them on any device associated with your Apple ID, at any time. Rentals will work the same, but for a limited time. Unlike Netflix (I'm unfamiliar with Vudu), you can simply tap the cloud icon and download the movie for offline viewing. You don't even need to store the movies you buy on any of your devices - they can all be in the cloud until you want to view one. Bump.

By the way, does anyone know if this will work with iTunes Digital Copies sold with the DVD?

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

It's not really syncing. When you buy a film currently, you can download it, and you need to sync/copy it to any devices you wish to watch it on using wifi or USB sync. If you delete the files, bye-bye movie. With "iCloud sync", you can redownload or stream onto any of your devices whenever you want, and don't need to keep a local copy.

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

Technically iTunes doesn't stream. It downloads the movie at a constant quality that you can watch when enough of the video has downloaded. Therefore if you want to watch the Movie on a different device, you have to synch or re-download the movie. This is in contrast to a true streaming service that feeds you the video in real-time while constantly adjusting quality for network quality. This approach means you can just start streaming from where you left off from another device. Personally I prefer the iTunes approach, but it's really going to be dependent on the user's preference.

In that case, I don't see what the big deal is aside from the studios' reluctance to get with the program. If I rent a movie from iTunes, it shouldn't matter what device I use to watch the content so long as it occurs under the same account/apple id. Why do the studios insist on controlling what/where I watch my content? The way I see it, apple is licensed by the content owner to rent out the content. As a registered iTunes user, you enter into an agreement with apple to abide to the rental terms/contract to which the content is subject, under your apple id. So the way I see it, Apple should be able to do this on any and all devices tied to that apple id without the studios consent. This is such BS....

In that case, I don't see what the big deal is aside from the studios' reluctance to get with the program. If I rent a movie from iTunes, it shouldn't matter what device I use to watch the content so long as it occurs under the same account/apple id. Why do the studios insist on controlling what/where I watch my content? The way I see it, apple is licensed by the content owner to rent out the content. As a registered iTunes user, you enter into an agreement with apple to abide to the rental terms/contract to which the content is subject, under your apple id. So the way I see it, Apple should be able to do this on any and all devices tied to that apple id without the studios consent. This is such BS....

The great thing about Apple's announcement is that now you can Download the ones in the cloud at a higher quality (1080p vs 720p), and are given the choice between the two

I presume, if you've got the movie as SD, there's no "free HD upgrade"?

none lol, but if you opt to get the 1080p version you download the SD version as well to save space on devices like the iPhone or iPod. In fact I'm re downloading everything on the cloud now, almost 1TB worth lol

In that case, I don't see what the big deal is aside from the studios' reluctance to get with the program. If I rent a movie from iTunes, it shouldn't matter what device I use to watch the content so long as it occurs under the same account/apple id. Why do the studios insist on controlling what/where I watch my content? The way I see it, apple is licensed by the content owner to rent out the content. As a registered iTunes user, you enter into an agreement with apple to abide to the rental terms/contract to which the content is subject, under your apple id. So the way I see it, Apple should be able to do this on any and all devices tied to that apple id without the studios consent. This is such BS....

Unfortunately it's way more complicated than that.

No, it's not. It's extremely simple. They're just making it complicated more than it needs to be.

This will all change...just slower than the music industry did. But eventually the movie studios will have to realize they're fighting a losing battle.

Interesting that HBO is so willing to losen it's grip, but it certainly has been banking on a reasonable amount of good will from the consumers, for a good reason. HBO Go is a fine service, and their content is good.

I really like the the movies in the cloud feature quite a bit. I've never felt comfortable about buying movies through iTunes, but now that you can retrieve old content at 1080p, I feel the product is finally where it has always needed to be. It's still got a shitload of problems, but I don't mind buying movies from iTunes now.

Interesting that HBO is so willing to losen it's grip, but it certainly has been banking on a reasonable amount of good will from the consumers, for a good reason. HBO Go is a fine service, and their content is good.

I really like the the movies in the cloud feature quite a bit. I've never felt comfortable about buying movies through iTunes, but now that you can retrieve old content at 1080p, I feel the product is finally where it has always needed to be. It's still got a shitload of problems, but I don't mind buying movies from iTunes now.

HBO has been on the forefront of the digital content though. They started doing HBO on Demand before anyone else and most, if not all their shows are available for purchase digitally.

Maybe someone can explain this to me as I am clearly unfamiliar with this aspect of iTunes but, why would movies need to sync over iCloud? When I rent a movie from Vudu, etc, I can start watching it on my PS3 and resume watching on say, my Macbook - it just resumes the streaming process from where I left off. The same goes for Netflix. If I rent a movie on iTunes, why does it have to sync from one device to the other?

This really applies to movies **purchased** through iTunes, rather than rented. Previously when you purchased a movie, you could only download it once to either your PC or iOSDevice. You would then have to sycn with iTunes to shuffle it only other devices. This was due to a contractual restriction that prevented apple from allowing you to download twice.

They've reworked their contracts so that now, any movie you've purchased from iTunes, can also be directly downloaded from the cloud to any iOS device - this includes the apple TV which only streams.

HBO has been on the forefront of the digital content though. They started doing HBO on Demand before anyone else and most, if not all their shows are available for purchase digitally.

As I understand it, though, you have to be a subscriber to their cable TV package to use this service, correct? This point is beyond the topic of the article, but it's the reason why it's still a complete failure for my use case. I would gladly pay per episode to stream (not even rent or buy!) individual episodes as they aired, instead of this one year later nonsense (I'm looking at you, Game of Thrones).

HBO has been on the forefront of the digital content though. They started doing HBO on Demand before anyone else and most, if not all their shows are available for purchase digitally.

As I understand it, though, you have to be a subscriber to their cable TV package to use this service, correct? This point is beyond the topic of the article, but it's the reason why it's still a complete failure for my use case. I would gladly pay per episode to stream (not even rent or buy!) individual episodes as they aired, instead of this one year later nonsense (I'm looking at you, Game of Thrones).

HBO has been on the forefront of the digital content though. They started doing HBO on Demand before anyone else and most, if not all their shows are available for purchase digitally.

As I understand it, though, you have to be a subscriber to their cable TV package to use this service, correct? This point is beyond the topic of the article, but it's the reason why it's still a complete failure for my use case. I would gladly pay per episode to stream (not even rent or buy!) individual episodes as they aired, instead of this one year later nonsense (I'm looking at you, Game of Thrones).

Game of Thrones is on iTunes for a season pass.....

Season 1 is available. Season 2 will not be available to anyone except HBO subscribers until FSM knows when, probably April 2013.

kt has the answer, and it's why all the on-demand and streaming stuff fails a large and growing part of the population - I DON'T WANT TO SUBSCRIBE TO CABLE. I will gladly give you money in exchange for the ability to watch your shows/movies. Forcing me to pay $100/mo for the one channel I want to watch is not going to happen, so instead of making $50 off me to buy episodes it as it airs, they'll get $0.

I have digressed, and I apologize. QED, the article is good news for people who use iCloud.

I haven't tried it yet (only a minority of my TV shows and movies are purchased through iTunes), but I have the impression that the right term here is "redownload," not "sync." It eliminates the need for sync for a lot of people, because they can just redownload it and watch it on whatever device they want. But if it doesn't preserve playback position, star ratings, playlists, misc metadata, etc., it's not sync.

I'd love to see iCloud truly sync iTunes libraries, iTunes-match style, so that I could get the same view of my library (metadata, playlists) on all devices, and then if I wanted to play something (music, movie, whatever), it would look for a copy: 1) if I have it local, use that; 2) if I have it in a shared library on the local network, use that; 3) if it's available through iCloud (iTunes Store or, if available, iTunes Match music), use that; 4) give up and tell the user there's not a copy available.

I don't get what people are confused about. This is a great improvement. You can keep your library of movies in the cloud and then play any of them on any device associated with your Apple ID, at any time. Rentals will work the same, but for a limited time. Unlike Netflix (I'm unfamiliar with Vudu), you can simply tap the cloud icon and download the movie for offline viewing. You don't even need to store the movies you buy on any of your devices - they can all be in the cloud until you want to view one. Bump.

By the way, does anyone know if this will work with iTunes Digital Copies sold with the DVD?

Where people get confused is this idea that anyone like HBO can interfere with the "ownership" relationship between you and Apple. You've already paid Apple for the content. All Apple is doing is allowing you to re-download it as needed. Given the potential complexity of a very large media collection, this seems like a blatantly obvious thing to do.

As far as "content windowing goes", Apple has already "let the cat out of the bag" here.

Interesting that HBO is so willing to losen it's grip, but it certainly has been banking on a reasonable amount of good will from the consumers, for a good reason. HBO Go is a fine service, and their content is good.

I really like the the movies in the cloud feature quite a bit. I've never felt comfortable about buying movies through iTunes, but now that you can retrieve old content at 1080p, I feel the product is finally where it has always needed to be. It's still got a shitload of problems, but I don't mind buying movies from iTunes now.

HBO has been on the forefront of the digital content though. They started doing HBO on Demand before anyone else and most, if not all their shows are available for purchase digitally.

'Tis true, and I'm glad they are continuing that trend. It's just nice to see competent companies being competent. It's somehow a breath of fresh air.

This has been commented above but let me add my voice. Until I can subscribe directly to HBO GO and ditch Comcast's extra channels none of this interests me. I'm hoping that Apple can make a la carte TV happen.